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Maximising the Potential of Email Acquisition & Retention Campaigns March 25, 2010 Jeff Clark - Silverpop
<ul><li>3 Keys </li></ul>
<ul><li>Capture & Leverage the Data </li></ul>
<ul><li>Engage With Customers </li></ul>
<ul><li>Automate & Optimize </li></ul>
<ul><li>1. Capture & Leverage the Data </li></ul>
List Growth Tactics Category Tactic Offline Advertising/Direct Marketing Asking offline in stores, printed forms, or catal...
List Growth Tactics Category Tactic Website Newsletter Offer Site Registration Opt-in/ referral at every consumer touch po...
Prominent Call to Register  <ul><li>Very prominent </li></ul><ul><li>Consistent position </li></ul><ul><li>On all web page...
Preference Centre <ul><li>Simple 2 step process </li></ul><ul><li>Select what interests them for what to receive </li></ul>
Reinforce value & get more data <ul><li>Other value reinforcing options </li></ul><ul><li>Survey to get more data to be mo...
King Arthur Flour Food company increases email ROI by 150% with better targeting <ul><li>Overview </li></ul><ul><li>Specia...
Go Viral for more subscribers
Share to Social Case Study <ul><li>800  recipients shared the email offer  </li></ul><ul><li>80,000 additional impressions...
Deliverability <ul><li>Successful e-mail marketing requires strategy </li></ul><ul><ul><li>Reputation </li></ul></ul><ul><...
<ul><li>2. Engage With Customers </li></ul>
The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated the same Recipients are broken into...
Welcome Program <ul><li>Re-iterates benefits of signing up </li></ul><ul><li>Opportunity engage with the brand </li></ul><...
Relevancy High level of engagement – includes video links and blogger commentary
<ul><li>3. Automate & Optimize </li></ul>
Fabric.com Online retailer increases conversion rates by 40% with customer lifecycle marketing campaigns <ul><li>Overview ...
Swatch Order Reminders
Cart Abandonment Emails <ul><ul><li>48% lift  Click through rate </li></ul></ul><ul><ul><li>129% lift in Net Conversion ra...
* Source Baynote Email Type Best Practice Potential Revenue Uplift Cart Abandonment Recommend similar items and/or up-sell...
What’s hot in email <ul><li>Email as a content delivery platform </li></ul><ul><ul><li>Blogs, UGC, recommendations, review...
Email as the vehicle <ul><li>Incorporate social media into your email </li></ul><ul><ul><li>Lift in revenues by including ...
Top-rated recipes from Pillsbury Community
Animated gif
Animated gif
Animated email <ul><li>If appropriate, it can work </li></ul><ul><li>Still deliverability challenges </li></ul><ul><li>Con...
Q & A <ul><li>Jeff Clark </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: @Silverpop </li></ul></...
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iGB Down Under - Maximizing the Potential of Email Acquisition

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Understand what makes a successful acquisition and retention marketing campaign and see how to leverage your data to increase the returns from your email marketing. Find out why delivery, tracking conversions/deposits, and campaign automation are such key issues to the industry. Using case studies and examples you will learn how to grow subscribers and conversions and take a look into new opportunities such as video, web analytics and real time content providers.

Jeff Clark, Managing Director of Engage Digital, Silverpop’s Australian & New Zealand Partner

Published in: Technology
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iGB Down Under - Maximizing the Potential of Email Acquisition

  1. 1. Maximising the Potential of Email Acquisition & Retention Campaigns March 25, 2010 Jeff Clark - Silverpop
  2. 2. <ul><li>3 Keys </li></ul>
  3. 3. <ul><li>Capture & Leverage the Data </li></ul>
  4. 4. <ul><li>Engage With Customers </li></ul>
  5. 5. <ul><li>Automate & Optimize </li></ul>
  6. 6. <ul><li>1. Capture & Leverage the Data </li></ul>
  7. 7. List Growth Tactics Category Tactic Offline Advertising/Direct Marketing Asking offline in stores, printed forms, or catalogs Direct Mail Campaigns PR/Trade Events Ask for names at Trade Shows PR/PR Events Customer Service Customer Service/ Call Center Tele-prospecting Giveaways Sweepstakes/Contests Free Trials/Downloads/Samples/Other Co-Marketing 3 rd party partnerships Cross Promotions with other brands Co-registration Offers in 3 rd party newsletters Online Marketing Banner Advertising Paid Search Data Vendors Branded or Non-branded List Purchase/Rental Appending offline addresses into email names
  8. 8. List Growth Tactics Category Tactic Website Newsletter Offer Site Registration Opt-in/ referral at every consumer touch point Viral Marketing Share to Social Forward to a Friend Refer a Friend (emails, website) Blogs Word of Mouth Other In-store/Point of Sale/Purchase Process Check boxes on registration/order forms Transactional Emails
  9. 9. Prominent Call to Register <ul><li>Very prominent </li></ul><ul><li>Consistent position </li></ul><ul><li>On all web pages </li></ul><ul><li>Mix of text and images </li></ul><ul><li>Next Step </li></ul><ul><li>Relevant and contextual messaging depending on the webpage you’re looking at </li></ul>
  10. 10. Preference Centre <ul><li>Simple 2 step process </li></ul><ul><li>Select what interests them for what to receive </li></ul>
  11. 11. Reinforce value & get more data <ul><li>Other value reinforcing options </li></ul><ul><li>Survey to get more data to be more relevant </li></ul>
  12. 12. King Arthur Flour Food company increases email ROI by 150% with better targeting <ul><li>Overview </li></ul><ul><li>Specialty baking company </li></ul><ul><li>Send to small, segmented lists </li></ul><ul><li>Two-person marketing team </li></ul><ul><li>Use surveys to augment data and drive product reviews </li></ul>
  13. 13. Go Viral for more subscribers
  14. 14. Share to Social Case Study <ul><li>800 recipients shared the email offer </li></ul><ul><li>80,000 additional impressions </li></ul><ul><li>8% list growth </li></ul><ul><li>33% people who viewed a shared item clicked through to the offer </li></ul><ul><ul><li>3x CTR of their standard emails </li></ul></ul>
  15. 15. Deliverability <ul><li>Successful e-mail marketing requires strategy </li></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Customer/Client Expectations </li></ul></ul>
  16. 16. <ul><li>2. Engage With Customers </li></ul>
  17. 17. The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated the same Recipients are broken into groups Every individual is treated uniquely Blast Personalisation Personalisation Segmentation Dynamic content Personalisation Segmentation Dynamic content Event triggers Lifecycle campaigns User Generated Content
  18. 18. Welcome Program <ul><li>Re-iterates benefits of signing up </li></ul><ul><li>Opportunity engage with the brand </li></ul><ul><li>Set expectations on when first email would be received ( a little vague) </li></ul><ul><li>Asked to be added to Address Book </li></ul><ul><li>Link to privacy policy </li></ul><ul><li>HTML to convey brand image </li></ul><ul><li>Sent within 24 hours of registering </li></ul><ul><li>Primary message is view-able in an images off environment </li></ul><ul><li>Email comes from Crate and Barrel (From Address). </li></ul><ul><li>Subject line includes “Welcome” message with brand name. </li></ul>
  19. 19. Relevancy High level of engagement – includes video links and blogger commentary
  20. 20. <ul><li>3. Automate & Optimize </li></ul>
  21. 21. Fabric.com Online retailer increases conversion rates by 40% with customer lifecycle marketing campaigns <ul><li>Overview </li></ul><ul><li>Fabric.com division of major online retailer </li></ul><ul><li>Welcome, Birthday, Anniversary, Re-engagement programs </li></ul><ul><li>Cart abandonment and order reminder emails </li></ul><ul><li>Robust preference center guides relevancy and frequency - has cut opt-outs by 50% </li></ul>
  22. 22. Swatch Order Reminders
  23. 23. Cart Abandonment Emails <ul><ul><li>48% lift Click through rate </li></ul></ul><ul><ul><li>129% lift in Net Conversion rate </li></ul></ul><ul><ul><li>10.4% of the total revenue from email marketing </li></ul></ul><ul><ul><li>While representing only 2.7% of the total email volume </li></ul></ul><ul><ul><li>Source: Diapers.com </li></ul></ul>
  24. 24. * Source Baynote Email Type Best Practice Potential Revenue Uplift Cart Abandonment Recommend similar items and/or up-sell 2% Browse Abandonment Recommend similar items and/or up-sell 2% Deal of the Day Recommend most popular items 1% Special Offers Product club segmentation 1% Order Confirmation Recommend accessory/complimentary items .5% Shipping Confirmation Recommend accessory items .2%
  25. 25. What’s hot in email <ul><li>Email as a content delivery platform </li></ul><ul><ul><li>Blogs, UGC, recommendations, reviews </li></ul></ul><ul><li>Video in email (almost…) </li></ul>
  26. 26. Email as the vehicle <ul><li>Incorporate social media into your email </li></ul><ul><ul><li>Lift in revenues by including recommendations and accessories </li></ul></ul><ul><ul><li>E-mail containing customer reviews produced: </li></ul></ul><ul><ul><ul><li>Higher CTR </li></ul></ul></ul><ul><ul><ul><li>Higher conversion </li></ul></ul></ul><ul><ul><ul><li>Higher Average Order Value </li></ul></ul></ul><ul><li>Social media users like email </li></ul>
  27. 27. Top-rated recipes from Pillsbury Community
  28. 28. Animated gif
  29. 29. Animated gif
  30. 30. Animated email <ul><li>If appropriate, it can work </li></ul><ul><li>Still deliverability challenges </li></ul><ul><li>Considerations </li></ul><ul><ul><li>DON’T embed </li></ul></ul><ul><ul><li>1 – 2 MB is best/3 MB maximum </li></ul></ul><ul><ul><li>Stylecampaign.com is a great resource </li></ul></ul>
  31. 31. Q & A <ul><li>Jeff Clark </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: @Silverpop </li></ul></ul><ul><li>Whitepapers and thought capital available at www.silverpop. com </li></ul>

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